How Platform Models Are Sustainably Transforming B2B Business
Digital Marketplaces are rapidly evolving from a "nice to have" to the strategic core of modern value creation. While traditional web shops typically hit structural limits, platform models create new possibilities: they bring together supply, demand, and data in one central location and thus grow significantly faster than traditional online models.
This dynamic is particularly pronounced in the B2B environment.
Already today, 55–65 % of global online sales are processed through marketplaces. In the USA, 14.4 % of all B2B eCommerce sales already ran through platforms in 2024 – with annual growth rates of over 35 %. The reason: Customers increasingly expect a "one stop shop" for complex purchasing situations – including transparent availability, bundled ordering, and complementary services.
For companies, digital marketplaces open up new revenue streams, reduce operational complexity, and create data-driven control options. At the same time, they pose central strategic questions for organizations: When does a marketplace make sense? Which model fits – online shop, marketplace, or hybrid? And what prerequisites must be created to turn a platform into a sustainable ecosystem?
This whitepaper provides a sound decision-making foundation. It shows how marketplace models work in practice, which success factors are decisive, and how companies from industry, manufacturing, aerospace, or hospitality can strategically leverage platforms as growth and efficiency drivers.
In this whitepaper you will learn:
- why digital marketplaces in B2B are growing disproportionately
- how marketplace platforms differ from traditional web shops
- when a marketplace model makes strategic sense – and when it doesn't
- which success factors determine scaling, efficiency and customer proximity
- how real-world practical examples solve concrete pain points in B2B
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